Naatu is a new brand from PepsiCo that wants to change how we do things by bringing urban consumers all the goodness of nature while celebrating our local (Brazilian and Latin American).
By putting people at the center, the brand will create a sustainable value chain between producers and consumers through high-quality, tasty snacks that are good for you, the people, and the environment.
People spend less time in their homes as a consequence of the modern lifestyle, they are choosing snacks over sit-down meals. Convenience is the first demand, but customers constantly look for health and added value to on-the-go food options.
Consumers are looking between socially, environmentally, and responsible products and convenience. They are more interested in food origin and look for this information on labels.
The challenge was to create a natural ingredients snack, for consumers searching for artisanal food options made locally and have a clear connection with local production.
We took into account three main factors while brainstorming ideas for snacks: the format (the type of presentation the snack comes in), the target audience (who the snack is intended for), and the context or moment (when and where the snack will be consumed).
People often turn to food for emotional comfort when feeling bored or tired. However, studying requires concentration and focus, which can be challenging for some.Therefore, an ideal product would be a healthy and sweet snack that can help students stay focused while studying and provide the emotional comfort they crave.
Energetic beverages use guarana extract, and its functional properties in a snack are valuable for the target market.
Working with local ingredients for this project is necessary to create sustainable value chains between producers and consumers. We chose as the main component Jackfruit, a typical Brazilian fruit consumed in many different presentations. It contains approximately 3 grams of protein and can help the consumer to have the sensation of fullness.
Even though our goal is to create a functional snack, we consider the emotional role in our food choices. Sometimes, we desire to indulge, and chocolate may be that indulgence. Cacao, an ingredient locally sourced in Brazilian lands, was added to our crunchy treat.
Experiment, taste and repeat!
After experimenting with different dry fruits and the amount of chocolate and the size of the snack, we were able to reach a final product that complies with our goals regarding calories, functionality, and taste. Below we can find a simplified process that summarizes the steps that must be followed to replicate the cookie.
